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Direct mail useful in politics and business

Many companies still use direct mail as a way to market products and services to consumers. But the strategy is also useful in other areas, particularly politics. Nearly two years ago during the presidential election season, The Washington Post reported that President Barack Obama and his political party spent $70 million on direct mail efforts while his challenger, Mitt Romney and his affiliated party spent more than $100 million sending campaign materials to voters through the mail.

Even though technology has given the world a way to instantly communicate using email and social media, these numbers show that there is still value in using the mail to communicate.

According to the Oregon Catalyst, a news outlet covering political matters in the state, a senatorial candidate is using direct mail as part of her paid media campaign strategy. The website reports that hundreds of voters in the state with the same political party affiliation as the candidate will receive communications in their mailboxes in the near future in an effort to raise campaign funds.

But the political arena isn't the only one where direct mail is useful. It can also be advantageous in the private sector as well.

Investment and financial news website ValueWalk reports that a direct mail campaign was used by an investor as a way to influence shareholders to elect board members who could deliver a higher return on investment compared to those individuals currently occupying board seats. The materials that were sent out put the track records of incumbent members and their potential replacements head-to-head as a way to influence the voting decisions of those receiving the letter.

All three instances are useful when it comes to educating those considering using a direct mail strategy and purchasing direct mail software.